In a sense, the consumer now has access to all the information. There’s no longer this information asymmetry, where the manufacturer, the marketer, had information, and the consumer was at their mercy, not knowing what’s there. The consumer now has more information than the marketer. The consumer is in control. The consumer is skeptical. Consumers don’t trust advertising. They are the reason we have technology leading to the possibility of ad blockers.
Consumers are sending a very clear message to advertisers: “We hate your advertising. We want to block it.” The advertisers, unfortunately, instead of listening to this and saying, “Okay, let’s change and follow some of the guidelines that are in the book,” they say, “Okay, let’s block the ad blocker,” which is the dumbest thing they can do.
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